ECONOMIC CONDUCTIVITY CAMPAIGN
INCREASES CARBO REVENUE 30%
CARBO has partnered with CS Creative to introduce a new industry concept. As a world leader in oil and gas productivity solutions, CARBO chose the name “Economic Conductivity” as a term to describe a new approach to productivity that factors in long-term ROI rather than just weighing the costs of production. The challenge for CS Creative was to create a campaign that explained Economic Conductivity so clearly and memorably that it would become an indispensable industry term.
“The unique aspect of this creative challenge was that it went beyond the typical awareness and call-to-action campaign. We had to start one step earlier in the process and actually define a new term to an industry already steeped in technical jargon,” noted Kevin Steigman, creative services director for CS Creative. “It’s great working with a client that’s not afraid to make a bold move and prove once again why they’re the leader in their field.”
To get the “buzz” started, CS Creative’s team launched an integrated marketing and advertising campaign beginning with teaser ads, direct mail and email. The initial impressions introduced the definition of Economic Conductivity, but gave few other details than a URL for a specially-designed microsite – which captured email addresses of those interested to learn more. As the campaign progressed, more information was given – all leading up to the big reveal at the industry’s largest trade show.
Trade show feedback indicated that the campaign was a success. Economic Conductivity had already worked its way into the lexicon of CARBO’s clients, partners and even their competition. And the work that CS Creative put into the campaign ensured that CARBO is the first name that comes to mind when “Economic Conductivity” is desired.
And most impressively, sales from CARBO’s following quarter rose by 19% and revenue by 30%. The company President and CEO, Gary Kolstad, is quoted as saying, “These results are a testament to the success of our Economic Conductivity technical marketing effort.”